Professor Ron Goodstein Serves as Witness to the Subcommittee on Oversight and Investigations
Professor Ron Goodstein, Associate Professor in the McDonough School of Business at Georgetown University, recently participated as a Witness for the Oversight and Investigations Subcommittee of the House Committee on Veterans' Affairs. The hearing was held on July 15, 2008, regarding the implementation of the recent decision by the Department of Veterans Affairs (VA) to use television advertising and marketing in its outreach plan toward veterans. The Subcommittee is safeguarding that taxpayer funds are not wasted by ensuring that the VA is using the proper scientific based research to implement its outreach policy.
Currently, the VA does not use national media campaigns to advertise its benefits and services to veterans. As part of its long-range planning document, the VA was prohibited from using television advertising to notify veterans about services offered at VA hospitals, Community Based Outpatient Clinics and Vet Centers. Following the introduction of legislation from Representatives John Boozman (R-Ark.) and Stephanie Herseth Sandlin (D-S.D.), the VA has changed policy and is in the process of implementing a plan to begin mass advertising.
Ron Goodstein stated, "If the VA truly champions its customer, the veterans in need of psychological services, by understanding who they are, the influence of their family, peers and friends, their perceptions and attitudes toward getting help through the VA, why they so often turn to harmful solutions to resolve their pain, the messages that will affect them, and the media outlets that they use, then a successful media outreach program is possible." The campaign will only be successful with "sound marketing research that extends beyond the walls of Congress and the Veterans Administration and into the minds, hearts, and homes of the veterans we wish to serve."
You can find more information regarding the hearing here:
About the Robert Emmett McDonough School of Business
Georgetown University's McDonough School of Business is a premier business school located in the nation's capital. Founded in 1957 to educate undergraduate business students through the integration of liberal arts and professional education, the McDonough School today welcomes approximately 1,300 undergraduates, 620 MBA students, and more than 500 participants in its executive education programs annually. For more information about the McDonough School, visit http://msb.georgetown.edu.
About Georgetown University
Georgetown University is the oldest Catholic and Jesuit university in America, founded in 1789 by Archbishop John Carroll. Georgetown today is a major student-centered, international, research university offering respected undergraduate, graduate and professional programs on its three campuses. For more information about Georgetown University, visit http://www.georgetown.edu.